Not only has AvidXchange centralized its marketing operations, but it is also removing silos between sales and marketing by creating a level of integration between Marketo Engage and Salesforce CRM that was impossible with Hubspot.
Working with Jay Sturgis at Solomon Consulting, AvidXchange was able to get a highly complex Marketo Engage integration up and running in just three months. The deployment includes integrating Marketo Engage into two highly customized Salesforce CRM instances. Now, AvidXchange can support their full organization in their marketing automation platform and teams can perform sophisticated segmentation and dynamically update target audiences in real time, leading to more effective marketing and sales strategies.
“One of the core reasons that we chose Marketo Engage was that we knew it was robust enough to support our unique, complex customizations,” says Tobe. “Trying to set up a stable integration with any other tool would have been a nightmare, but the workspaces, person partitions, and accessible API in Marketo Engage allowed us to develop an architecture that would solve for our immediate business case and grow with us as our company and strategy evolves.”
The integration also allows marketing operations to pass MQLs to sales representatives much more smoothly. There was no way for Hubspot to automatically pass form data into the many custom Salesforce fields so when a lead requested a demo, a member of the marketing operations team would need to carefully scrub the request, look up additional information about the industry or company, and manually manipulate the lead data so that it mapped cleanly into the custom field for the Salesforce MQL record. Marketing operations would spend up to 30 hours per week just working with MQL records.
With the integrations between the CRM and Marketo Engage, MQL records are now generated automatically and in real time. The marketing operations team supported more than 1,000 requests in the first year after moving to Marketo Engage. Sales teams can reach out to leads faster. The marketing operations team refocused this energy on running email campaigns with Marketo Engage, allowing the team to handle more campaigns through the centralized marketing model without increasing headcount.
“The tight integration between Marketo Engage and our CRM allows us to support the marketing needs of our full organization so that we can scale messaging and execute better strategies as our company grows,” says Tobe. “Marketo Engage is both powerful enough and flexible enough that we can continue to grow our tech stack and support any unique business cases that we develop in the future.”